Marketing Performance versus Business Performance: What to Prioritize?

By Scott Smigler

The alignment of marketing strategies with overarching business objectives is becoming increasingly crucial in a business landscape more obsessed than ever with ROI. Traditionally, marketing performance has been evaluated through channel-specific metrics. However, this approach often overlooks the broader business objectives, leading to a misalignment between marketing efforts and overall business performance. To achieve sustainable growth, marketers need to shift to incorporate both mindsets in their day-to-day decision-making.

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Courtesy of The Association of National Advertisers